The Internet and Mobile Association of India said it will set up an ‘IAMAI Code Secretariat’ to manage the implementation of their self-regulatory code and toolkit.
Even though the government is expected to appear soon regulations for OTT platformsThe Internet and Mobile Association of India (IAMAI) said on Thursday that 17 platforms, including Netflix, Disney + Hotstar and Amazon Prime Video, have adopted a ‘toolkit’ for effective implementation of the self-regulatory code introduced in 2020.
The industry association added that it will also set up an ‘IAMAI Code Secretariat’ made up of representatives from the code signatories and IAMAI.
This will manage the implementation of the Code and the toolkit.
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Amit Goenka, Chair of the Digital Entertainment Committee, IAMAI said: “This toolkit reinforces all the critical points addressed in the Code signed last year and is intended to provide feedback received from the Ministry of Information and Broadcasting, in in particular on strengthening the complaint resolution mechanism. It further sets out clear tent poles that the OCCPs [Online Curated Content Provider] must commit to achieving a common goal of responsibly entertaining millions of Indians.
The toolkit, he added, is not only intended to establish guiding principles and codes of ethics for the reference of the signatories, but also addresses the feedback received from the Department of Information and Broadcasting on conflict of interest issues and prohibited content.
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The trade association said the toolkit will also provide procedures for implementing the various provisions of the Code; assist signatories in fulfilling their obligations and responsibilities as set out in the Code and in achieving effective self-regulatory objectives as envisioned by the signatories in the Code.
The toolkit’s signatories, which will take effect on February 10, include ZEE5, Viacom 18 (Voot), Disney + Hotstar, Amazon Prime Video, Netflix, SonyLiv, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre , HoiChoi, Hungama, Shemaroo, Discovery Plus, Aha and Lionsgate Play.
The toolkit will guide signatories on various aspects such as relevant national laws, redress mechanisms, training programs for creative and legal teams, consumer awareness programs, implementation of a detailed audit and compliance mechanism.
The OTT players announced in September last year that they would adopt the Universal Self-Regulatory Code for OCCPs.